Saferoad
Brand Guidelines
Updated November 2023
Any questions regarding our brand, please reach out to communication@saferoad.com.
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Reliable.Visible.Robust
Rooted in our purpose of protecting, guiding and enabling people to live and thrive in their communities, our corporate identity is crafted to make every Saferoad touchpoint visible and to demonstrate our reliability, robustness and industry leadership.
Logo
Main logo
Our logo consists of a symbol and a wordmark. The wordmark is set in an edgy typography representing our products' robustness.
The typography is companioned by the Saferoad arrow, representing direction and road signage.
Placement
The preferred placement for the logo is in the upper or lower left corner. It should never be placed to the right. The logo can be centered (e.g. on an animated end screen).
Spacing
The logo should be surrounded by sufficient space around it for clarity. The space on all sides of the logo should be consistent with the size of the Saferoad symbol.
Distance from the edge
The logo should never be placed closer to the the edge than a minimum distance equal to the height of the symbol as shown below.
Logo with payoff
The logo with payoff can be used on surfaces with sufficient space and where the wordmark logo can benefit from the additional context and value the payoff represents.
For all general branding surfaces, the main logo should be used. For questions relating to usage of logos, find contact information here.
Payoff
For every life. On every journey.
It is the essence of our mission, the driving force behind our operations, and the vision that propels us forward. As we navigate the complexities of the modern world, we are unwavering in our commitment to fostering a safe, responsible, and sustainable environment.
Colours
Our colour palette is handpicked for our content to thrive in a clear and precise enviroment. Extending our guidance from travelers on the roads to our industry and surroundings, illuminating the way towards the future of infrastructure and mobility.
Our colours represent what we do and who we are. The primary colours make up a strong contrast, and is supported by secondary colours that compliments and represents our field.
Primary colours
Safety Yellow
CMYK: 20, 0, 100, 0
Pantone: 387 C
Paint and Textile
RAL: 1026
NCS S: 0570-G70Y
Pantone: 13-0630 TN
Asphalt Grey
CMYK: 74-66-63-70
Pantone: 426 C
Paint and Textile
RAL: 9011
NCS S: 9000-N
Pantone: 19-4301 TSX
Secondary colours
Warm White
CMYK: 0, 0, 4, 0
Pantone: P 1-9 C
Paint and Textile
RAL: 9010
NCS S: 0300-N
Steel Grey
CMYK: 10, 7, 0, 10
Pantone: 5445
Paint and Textile
RAL: 7035
NCS S: 1005-B
Forest Green
CMYK: 67, 0, 70, 83
Pantone: 5535
Paint and Textile
RAL: 7021
NCS S: 8505-G
Warning Orange
CMYK: 0, 70, 100, 0
Pantone: 1655
Paint and Textile
RAL: 2005
NCS S: 0585-Y70R
Typography
We bring our messages to life by utilising the font Inter, a variable font family carefully crafted and designed for computer screens. Inter features a tall x-height to aid in readability of mixed-case and lower-case text.
Inter Regular and Bold are the main weights to be used.
In cases where Inter is not applicable, fallback should be the system font Arial.
Design font
Inter
System font
Arial
Icons
Social media
For our brand on social media, always use the Safety yellow icon. This gives our brand a consistent look across all platforms and helps everyone recognize us easily.
Using the same icon shows our dedication to a familiar and unified look. Changing it might confuse our audience and not truly show who we are as a brand.
Design element
Icons meant as design elements should stand alone to beautify or enhance the design. They are there to catch the eye and not rely on extra words.
Do not pair these icons with text. They are designed to speak for themselves. Putting words right after them might weaken their effect or alter their intended look, and create confusion with our logo.
We appreciate your commitment to these guidelines. By following them, we can ensure our brand looks its best everywhere.
Ads and branded
social media
content
Saferoad follows a strict communicational structure for all advertisments and brand communication. We structure layouts and communication to follow our overall brand concept. This includes layouts of all types of ads and content across all channels.
When in doubt, please get in touch with the communication team.